No sooner has someone come up with an original idea than they're swooping all over it, chequebooks waving, desperate to buy themselves a slice of credibility.

This time it's the turn of Flat Eric, a clever idea swiftly bought up, remarketed, repositioned, rebadged and corporate-branded before being
sold back to the culture that originated it.

Now gaze in horror as the marketing execs in suits smugly sit back as the PR machine rolls into town, dumping tie-in records, videos, t-shirts, posters, badges and branded merchandise on an all-too willing public.